Australians are set to spend nearly a billion on Mother’s Day gifts this year, with alcohol, food and flowers continuing to be the most popular choices.
A survey of 1,682 adults conducted by the Australian Retailers Association (ARA) and Roy Morgan predicts Australians will spend A$925 million (US$611 million)—up A$166 million (US$106 million), or 22 percent from 2022.
Despite the rising cost of living pressures, five in six participants said they plan to spend the same or more than they did last year. Nearly half, 10.1 million, said they were planning to buy gifts for Mother’s Day, with the average spending expected to be A$92 (US$60.78).
Meanwhile, one in four participants revealed they would buy a gift for someone other than their birth mother, such as their partner, friend, mother-in-law, grandmother, sister or daughter.
Similar to last year, alcohol, food and flowers topped the gifts for mum, expected to account for about 30 percent of the national spend. These are followed by gift card/vouchers, homewares and clothing.
Having a cozy family meal is the most common way to celebrate the occasion, with nearly 40 percent of Aussies saying they would spoil mum with a feast at home, compared to 19 percent of respondents saying they prefer to have a meal at a cafe or restaurant.
ARA chief executive Paul Zahra said special occasions such as Mother’s Day often see shoppers becoming more selfless. With just over two weeks until Mother’s Day, Aussies are expected to open their hearts and their wallets.
“While people may be reluctant to spoil themselves due to the high costs of living, they’re still enthusiastic to splash out on loved ones,” she said.
“Amid ongoing cost of living pressures, many will be making an exception to spoil their mums – or in some instances other special people in their lives.”
“It’s an important milestone to celebrate the immense contribution of mums and the sacrifices they make, but many Australians also take the opportunity to show their appreciation for their partners, caregivers, and other family members.”
The expected 22 per cent boost in Mother’s Day spending outstripped the Consumer Price Index, which increased to 7 per cent over the twelve months to Q1 2023.
“A lot of Aussies will likely opt to arrange a family feast, which will certainly provide a much-needed boost for food and hospitality businesses.”
She also said most retailers were already promoting their Mother’s Day wares, a key event on the retail calendar.
Some retailers have sent customers links to opt out of Mother’s Day emails, which can be triggering for those grieving or estranged from their mothers.
